Proform Products

What Proform Products does

Proform Products is a privately held custom and flat-pack cabinet manufacturer and benchtop supplier based in Malaga, Western Australia, founded in 1991 by three cabinet makers and now owned by Mark Anderson. The company operates from a single integrated site at 18 Cusack Road that combines a customer-facing showroom, an on-site manufacturing workshop, and a trade supply outlet, serving residential homeowners, commercial fit-out clients, and trade professionals (cabinet makers and builders) throughout Western Australia. Its product portfolio centres on made-to-measure cabinetry for kitchens, bathrooms, laundries, and built-in robes, complemented by laminate, engineered stone, granite, acrylic, and solid timber benchtops, vinyl-wrapped doors, cut-and-edge services, and Blaupunkt appliance bundles. Manufacturing combines traditional cabinet-making craftsmanship with CNC machinery for precision, supported by Benchfab design software used by the in-house design team to produce 3D mock-ups and itemised quotes.

The business operates three concurrent go-to-market motions. Direct-to-consumer sales run through the Malaga showroom and an e-commerce shop at proform.com.au/customer with in-house design consultations, measuring services, and an unmanned display at Home Base in Subiaco. A dedicated trade channel at proform.com.au/trade supplies materials, hardware, cut-to-size services, and vinyl doors to cabinet makers, builders, and commercial project managers across WA. A recommended installer partnership with a licensed gas plumber and electrician (15+ year tenure) provides full installation capability for residential and commercial projects. Pricing is predominantly quote-based for custom work, with unit pricing published on standard SKUs (wardrobes $15–$470, Blaupunkt appliance packages $5,082–$10,025). The company holds CMAWA membership since 1991 and won the 2025 CMAWA Best Kitchen Under $30K award. Revenue is distributed across custom cabinetry sales, benchtop products, appliance resale, design and installation services, and trade supply, with no disclosed financial metrics, no funding history, and no institutional investors.

Name

Proform Products

Legal name

Proform Products Pty Ltd

Website

https://www.proform.com.au/

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Proform Products is a Western Australian custom and flat-pack cabinet manufacturer and benchtop supplier, founded in 1991, serving residential homeowners, commercial clients, and trade professionals throughout WA from its integrated Malaga showroom and workshop.

Ownership category

akta.pro rank

Product category

Kitchen and Bathroom Cabinetry

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (33711), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Wood Household Furniture, (No Upholstered) (2511), Household Furniture (2510), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro primary industry

Custom Cabinet Design & Build (HSAPAIAA)

akta.pro secondary industries

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA), Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE), Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

Keywords

• Kitchen cabinetry
• Bathroom cabinetry
• Custom benchtops
• Flat pack cabinets
• Trade supply

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Cabinetry Sales: Sale of custom-made, made-to-measure cabinetry for kitchens, bathrooms, laundries, and built-in robes. Carcasses and melamine doors are manufactured in-house at their Malaga workshop.
2. Benchtop Products: Supply of laminate benchtops (cut to size), engineered stone, granite, acrylic, and solid timber benchtops. Includes both made-to-order and ready-made blanks.
3. Appliances and Accessories: Sale of Blaupunkt appliances including ovens, cooktops, rangehoods, dishwashers, sinks, taps, and handles. Wardrobes and related accessories also sold through shop.
4. Design and Installation Services: In-house design service with 3D mock-ups and optional professional installation through recommended installers with licensed gas plumber and electrician.
5. Trade Supply: Supply of materials, hardware, and trade supplies to trade professionals including cut-to-size services, vinyl doors, and cabinetry components.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Proform Products manufactures and supplies custom, made-to-measure and flat pack cabinetry for kitchens, bathrooms, laundries, and built-in robes, manufactured in-house at its Malaga workshop. It also produces and supplies laminate, stone, granite, acrylic and solid timber benchtops, vinyl-wrapped doors, cut-and-edge services, and resells Blaupunkt kitchen appliances and accessories. Sales and design services are delivered through a physical showroom, online shop, and a dedicated trade portal serving Western Australia.

Product overview

Proform Products is a cabinetry manufacturer based in Malaga, Western Australia, established in 1991. The company operates as a custom and flat pack cabinet manufacturer serving residential and commercial customers throughout Western Australia. Their core product portfolio centres on custom and made-to-measure cabinetry for kitchens, bathrooms, laundries, and built-in robes, complemented by laminate and stone benchtops, vinyl-wrapped doors, and a selection of Blaupunkt appliances. The company also provides standard pre-configured wardrobes and related hardware accessories. Manufacturing is conducted at their Malaga workshop using a combination of artisanal craftsmanship and CNC technology. Made-to-order services include custom cutting and edging, benchtop fabrication, and vinyl door production. Proform serves both end customers and trade professionals through separate customer and trade-facing websites, with design consultation and professional installation services available.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Cabinetry

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• EggercoreTechnology or IntegrationEgger delivers high-quality products and the latest trend-orientated style. Proform offers Egger materials in a wide variety of decors and textures to suit every design requirement for cabinetry.
• MotivicoreTechnology or IntegrationMotivi produces an innovative and durable product range with a heat-resistant black core ideal for kitchen benchtops and splashbacks.
• BlaupunktcoreTechnology or IntegrationBlaupunkt appliances including ovens, cooktops, rangehoods, dishwashers, fridges, and sinks. Proform sells a range of Blaupunkt appliances from their supplier, displayed in their Malaga showroom.
• Recommended InstallercoreImplementation/ SI/ Consulting PartnerRecommended installer with over 15 years experience working with Proform to install kitchens, laundries, bathrooms. Includes licensed gas plumber and electrician for plumbing and electrical needs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Freedom Kitchens: Major Australian custom kitchen manufacturer with showrooms across multiple states. Directly comparable to Proform's custom cabinetry design-and-build offering for residential kitchens, though operating at significantly larger national scale.
• Hume Doors & Timber: Australian manufacturer of timber doors, cabinet components, and joinery products used in residential and commercial applications. Comparable to Proform's custom-made cabinetry and timber-based product manufacturing.
• IKEA Australia: National flat-pack kitchen retailer with planning, measurement, and installation services. Competes with Proform for value-conscious kitchen customers, particularly through standardized modular cabinetry.
• Kaboodle (Laminex brand): Flat-pack kitchen and cabinetry brand from Laminex sold through Bunnings Warehouse. Competes directly with Proform's flat-pack cabinetry and benchtops offering for DIY and trade customers.

Broad incumbents

• Laminex: Australia's largest manufacturer of decorative panels and surfaces, including the Kaboodle flat-pack kitchen range. Broad incumbent supplying materials into the cabinet industry while also competing at the consumer end via Kaboodle.
• Polytec: Australian manufacturer of decorative panels, benchtops, and cabinet components. Comparable to Proform as a supplier of cabinetry materials and benchtop products, though at significantly larger national scale.
• Bunnings Warehouse: Australia's largest home improvement retailer with extensive kitchen and cabinetry range including Kaboodle flat-pack kitchens. Indirect competitor and key channel for cabinetry and benchtop products.
• Caesarstone: Global manufacturer of engineered stone benchtops with Australian distribution. Comparable to Proform's stone benchtop supply business and a key upstream materials supplier for the cabinetry industry.

Others

• Häfele: Global hardware and fittings supplier for the cabinetry and furniture industry. Comparable to Proform's hardware resale and trade supply operations, particularly through cabinet handles, drawer systems, and accessories.
• Hettich: International hardware manufacturer specializing in drawer runners, hinges, and cabinet fittings. Comparable to Proform's trade supply and hardware offerings (e.g., Smooth Drawers partnership) for cabinet makers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ProformProducts
• Instagraminstagram.com/proformproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proform Products